When you’re running an online business creating Informational products is an absolute no-brainer. This is doubly true if you’re invested in a strong content marketing strategy, because the content you are already creating to market your business can easily be repurposed and (with a bit of extra love) shaped into great digital products that earn you passive income.
This not only gives you the benefit of an addition, regular income stream for your business, it maximises the return you’re getting on the substantial investment in time or resource that goes into a successful content marketing strategy.
It’s easy to connect the dots between an informational product (like a signature eCourse or Book) and an informational marketing launch. I’m in the middle of one myself as we speak, to launch my new book and, following that, the Academy version on it.
But a lot of people underestimate the power of content when it comes to launching any product or service, whether it’s information-based and digital, or otherwise. Even if they do understand the potential of content to support their launch, they’re often unsure exactly how to create a successful informational marketing launch.
And yet your online content is the most powerful tool you have at your disposal when you’re trying to launch, regardless of what you’re launching. So powerful in fact that you can pull off a successful launch using nothing in the way of paid advertising and relying entirely on a solid informational marketing strategy.
If you do have an ad budget at your disposal, working content into your strategy and creating an informational aspect to your launch will help you capitalise on that ad investment and make the most out of it.
But how exactly do you pull off a successful launch using informational marketing?
What Is An Informational Marketing Launch?
It’s impossible to exist in the world of online marketing and entrepreneurship and not be familiar with the concept of an online ‘launch’. Even if you’ve never done one yourself you’ll have got the emails, seen the blog posts, the adverts, the videos, and the seemingly endless cycling of all those fabulous business people you follow unleashing things on the world.
It might be a new product or service they launch only once, right at the point it’s born.
Or it could be something that’s launched with clockwork regularity, like Marie Forleo’s B School, which goes through an annual launch period.
B School is the perfect example of an informational marketing launch, because while Marie has adverts up and running the core of her launch strategy, and the strategy that has build her whole business is content.
Her YouTube channel is a weekly episode of top-form content marketing, she has an active community online, puts out regular email marketing campaigns, and has an affiliate system for B School that actively sees other entrepreneurs using their own content marketing (blogs, vlogs, email, social media) to seriously pimp B School on Marie’s behalf.
They get a cut of the profits, she has an information-based marketing machine at her disposal that launches her eCourse to great success every year.
In short, an informational marketing launch relies on the creation of content that:
- Explains who you are and why you’re the best person to work with
- Demonstrates what your offering is and exactly how it works
- Explains why your offering is necessary and exactly how much value it has
- Provides social proof that you’re actually the shiz, and this thing you’re selling is a must-have, incredible investment
That content can come in many forms, and may or may not include advertising to support it.
How To Pull Off A Successful Launch Using Content Marketing
An informational marketing launch is essentially a regular content marketing strategy that is far more potent than usual for the duration of your launch period.
While a solid content marketing plan would see you writing regular posts, recording regular vlogs or podcasts, consistently sharing stuff on your social media, and sending out a regular newsletter to your email list (which would constantly be growing as a result of your overall content strategy), a launch plan does all this and more.
It may simply involve creating different content to what you usually put out, and sticking to the same schedule and level of content. But this generally only makes for a successful launch plan if it’s backed up by a reasonable amount of strategic advertising, and you have a really strong list-building and nurture process in place.
If you don’t have a huge ad budget (or any ad budget) or your email list and/or nurture sequence is a little lackluster, it can feel like launching is pointless, or even impossible.
Believe me, I know, I was trapped in the fear that I’d never be able to launch anything because I couldn’t pay for ads for years and it really stunted my business growth in the early years of my first business.
Here are a few key things you should have in place for successfully launching using content – especially if you’re launching using nothing but content…
A Powerful Website
Making sure your website is well setup to provide all the information any visitor needs to both find your new offer, and understand its value is essential.
That doesn’t mean you need a posh fancy extremely expensive website!
It does mean your website should be well thought-out, and contain a few key elements including:
- A kick-ass sales page for the product or service you’re launching.
- A strong homepage the gives people an immediate snapshot of the most important information about you and the offers you have.
- An awesome about page to describe you and/or your business and tell your business story.
- A consistent brand voice to effectively distinguish yourself and what you do, and effectively communicate with your ideal clients.
- Effective SEO across your whole site to optimise your pages for search engines, and an effective SEO blogging strategy to boost your organic traffic and search ranking.
- Excellent list-building functionality, including non-invasive popups and plenty of optin opportunities.
- A site that is clear, concise, and easy to navigate.
If you’re struggling to create all this on your own, I highly recommend outsourcing anything you can’t setup (or the whole site) to a professional. I built the first incarnation of The Write Copy Girl site myself, and outsourced a couple of key things I couldn’t quite wrap my head around. That did me for the first 18 months of the business as I was figuring out exactly what I was doing, what people needed, and what I and my clients needed my site to be and do.
Once I had a really clear idea of all of that, and a steady income stream coming in from the business, I paid to have a completely new site built. Again, that doesn’t mean spending a fortune, how much you spend is dependent on budget and needs, but if there are core functions you need your site to have, and you’re struggling to create them yourself, you’re not great at the design or SEO elements, or all of the above, hiring someone else to do it is the way to go. (Don’t forget you can also hire someone to write your whole site for you if you’re unsure exactly how best to do it yourself.)
If you’re looking for a good web designer, Roots Creative built my current site for me and I’m beyond delighted with it.
A Powerful Blog Or Vlog
If you’re already using content marketing in your business you will be publishing regular pieces, either on your blog, vlog, or podcast. I’m not a fan of podcasts myself, but I’m a huge believer in the power of a good blog, and/or a fabulous vlog.
Really you should already be creating weekly content. If you’re not, a launch period is the perfect time to start, and, if I’m totally honest, extra content is really going to be needed. Doubling down to do two posts a week is a great idea.
If you want to go the whole hog you can do what I’m currently doing and post every day for a month or more.
Plenty Of Time
I’ve said this a million times but it’s always worth repeating again: content marketing is a long game.
If you’re really serious about doing an informational marketing launch you need a minimum of 90 days lead time of publishing launch content before you try to actually launch anything.
That’s 90 days before you launch, not 90 days of total content including the period your new product/service is actually available to buy.
The biggest mistake people make here is to fail to give their content strategy enough time to work. It takes time for your content to attract people to your site, time for your SEO and social media to gain momentum and start really driving traffic, time for people to read enough of your stuff to sign up to your list, and time to nurture your leads.
90 days is the least you need to be publishing content for a launch strategy before your new product is actually available to buy.
And you need all the big things in place at the start of that strategy, like a big, powerful lead magnet, an effective nurture sequence, and plenty of content upgrades coming out throughout that 90 day period.
Social Buzz And Social Proof
Make sure you’re getting the word out on your social media channels and sharing all the content you’re creating for your launch. You should also take the opportunity to collect and share as much social proof as possible:
- Testimonials (ideally with photos)
- Success stories
- Case studies
- Video testimonials
- Video calls with existing clients/success stories discussing your work together
- Results and statistics
A Strong Nurture Sequence
A big part of a really successful information launch is getting people on your list, and then nurturing your leads. Make sure you have a really strong nurture sequence in place to make every single lead feel special and show just how much value you can bring them with your new offer.
If you need help creating any of the content for your launch, book a free discovery call with me today and we can chat about the best strategy for you and your business…
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